These slides were presented during the SEMrush webinar "How to Find Blog Topics Your Audience REALLY Cares About". You can watch the replay here >>> https://www.semrush.com/webinars/how-to-find-blog-topics-your-audience-really-cares-about/
2. Topics flow from sales to marketing
Content flows from marketing to sales
3. @crestodina
source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al
Online searches by type
Informational
Transactional
Navigational
4. @crestodina
Online searches by type
Informational
Transactional
Navigational
?
$
brand
source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al
23. @crestodina
1. Search for each phrase yourself. Find it?
2. Your page isn’t ranking? Optimize it!
3. You don’t have a page? Create it!
4. Adjust your navigation to help visitors find
things faster
ACTION: Insights from the Site Search report
41. @crestodina
ACTION: Optimize the “almost high-ranking” pages
1. Search for the phrase. Find the page. Confirm the rank.
2. Improve the page by adding detail, keywords,
examples, images, video, internal linking, etc.
48. ...if you want to create content that achieves a high level of both
shares and links then you should concentrate on
opinion forming, authoritative content...
or well researched and evidenced content.
49. ...if you want to create content that achieves a high level of both
shares and links then you should concentrate on
strong opinions
original research
52. @crestodina
Three ways to produce research
1. Observation: Pick a data set. Gather data.
2. Aggregation: Combine data from existing sources
53. @crestodina
Three ways to produce research
1. Observation: Pick a data set. Gather data.
2. Aggregation: Combine data from existing sources
3. Survey: Mass outreach and analysis
74. source: State of Original Research, Mantis
Have you published original
research in the last 12 months?
Only 47% of companies publish original research